CPM is DOA. Start selling intentions. But how to convince advertisers that targeted niche ads pay off? Using conversions as a metric is an option, but will it work?
“On a CPM basis, to make $59 billion in online ad revenue, at a $30 CPM, you need 1,966,666,666,666 ad impressions.” – The moral of the story: Change advertising models or die.
Indianapolis Star, er, mommy vertical. Needs targeted ads. Does a user of this page really want a reprint of the COLTS GOING TO SUPER BOWL front page? Some might, but that sounds like a house ad targeted run-of-site.
E & P notes on how the Bowling Green Daily News is using a Google Maps mashup to display yard sale ads – and sell more ads!